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Japan's Asahi launches beer for women

Published on October 08, 1996.

TOKYO -- Japan's Asahi Breweries Ltd. has introduced a beer specifically for women - Asahi First Lady - backed by a large-scale marketing campaign. The launch of the product - which is less bitter than most other beers and lower in calories - is expected to receive heavier-weight TV support than the introduction of the brewer's Super Dry.